Put simply, we decided to offer Obama a job. We created a job title called “The President of Playlists”, a job with very, very, exacting requirements.

It called for things like “at least eight years experience running a highly-regarded nation;” “...experience in programming playlists at a federal level. Anything from an eclectic summer playlist, to a celebratory, “I just found my birth certificate” playlist;” and “someone with good team spirit, excellent work ethic, a friendly and warm attitude, and a Nobel Peace Prize.”

And as for what they’d do… just things like “analyze data and performance of playlists in a clear and transparent manner using all available intelligence. Attend daily briefings.”

The job post was written and published within three days of Obama joking he was waiting for the offer. It was posted as an actual job post on spotify.com/jobs and open to everyone - but aimed at one very specific person in particular.

The promotional plan relied entirely on social media, and generating PR. An initial post by Daniel Ek on Twitter, and then Facebook, was reposted by Spotify’s global social channels.

The rest of the traction, across broadcast, print and digital channels, was organic.

Word spread within hours - with coverage in over 300 press articles, and 175 TV segments, including the BBC, CNN, and a skit on Comedy Central. On social channels we hit No.1 on the Reddit homepage within a day, and we were also a No.1 Twitter moment.

During the measurement period President of Playlists was receiving coverage, in the US our brand Awareness and Familiarity both rose 4%, while consideration rose 2%.